Apple eyes fresh spark with new iPhones and more

The sitemap jibes with the multitude of iPhone rumors already swirling about the new models, but we won't have official confirmation until 1 PM ET/10 AM PT today when Apple holds its official event.

Apple added that its Face ID recognition system is now faster and more secure using the TrueDepth camera.

The XS and XS Max have dual 12-megapixel rear cameras and a dual 7-megapixel selfie camera - just like the iPhone X.

Apple'sflagship iPhone X may get a minor upgrade this year, but the company could expand its core design elements into a line of phones -- with names that sound like confusing clothing sizes.

Apple has considered calling the phone the "iPhone Xr", one of the people said.

Apple's September 2018 iPhone Event
About 17 percent will trade in their current model for last year's iPhone X , and just about 16 percent will opt for the iPhone 8. Plenty of companies would like to have Apple's problem - it has been so successful that it's hard for the company to grow.

The phone specs were leaked hours prior to the event, but Apple managed to gin up some extra interest with a deleted Tweet by CEO Tim Cook that read "No".

The XS Max can be equated to a "Plus" sized device, packing a supersized 6.5-inch OLED screen into a phone that is roughly the same size as Apple's previous Plus devices, which had 5.5-inch screens. While the new Watch models are thinner, Apple says they also have larger screens, providing displays that are over 30 percent larger than those of the Series 3. The upgrades will mark the most-significant changes to the Apple Watch since the product was launched in 2014.

With that in mind, let's look at the prices, details and launch dates of the new iPhones. and the new lineup's importance to AAPL shareholders.

The iPhone XS and iPhone XS Max are shipping in 64GB, 256GB or 512GB - the largest in-built storage ever shipped on an Apple-branded smartphone.

Still, for those who started out with the iPhone 3G a decade ago, we can't help but feel nostalgic for the familiar circle. At $749, it's still more than the $649 that consumers used to pay for an entry-level iPhone, but that's still far less than the $999 iPhone XS.

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